Thursday, May 17th, 2012
The Broadway musical titled ?Rock of Ages? has an organic product integration with beer.
The audience members are served with Coors Light during the show, something that has never been done in New York theaters. The stage is also adorned with beer product placements. It is quite fitting, because the original play was set in a Los Angeles bar.
Using a system of tokens, waiters serve Coors Light to audience members in their seats. The purchase is quick and quiet to avoid interrupting the performers on stage. The stage features seven signs of Molson Coors Brewing Company products, five of which belong to Coors Light.
?When you walk into the theater, we’re trying to kind of disarm people,? commented producer Matthew Weaver. ?It’s not your traditional theater experience.?
The deal with Molson Coors was brokered by an investor, who is involved with Manhattan Beer Distributors. Weaver refused to comment on how much Molson Coors is paying for the placement. He said that revenue generated from the beer sales will go to the theater.
He said, ??if it’s [product placement] smart, we’ll explore it. But we have a very small but important deal with Coors and that’s all we have right now.?
